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UAE magazine gets mobile tagged

Special barcode on Abu Dhabi Tempo will link directly to online content on mobile phones

A Microsoft Tag is a new type of barcode that's optimised for reading on mobile phones.
A Microsoft Tag is a new type of barcode that's optimised for reading on mobile phones.

Abu Dhabi Tempo, a monthly magazine for residents and tourists in the city, will be the first title in the Middle East to incorporate mobile tagging technology that allows readers to link to external online content using their mobile phone.

The mobile barcode technology was developed and launched by Microsoft eighteen months ago, with more than a billion ‘tags' printed by people and companies around the world till date.

Microsoft Tag works by adding a special kind of barcode to your medium - i.e. flyers, magazines, billboards or even clothing. Customers, who need to download the free Tag Reader application by visiting http://gettag.mobi on their mobile phone browser, can then ‘scan' the barcode by taking a photograph of it using their phone camera to display the content.

The technology only came out of beta on May 27th, with the company revealing that "more than 20 million magazines with Tags" were distributed in the United States the previous month. Here in the Middle East, the June 1st issue of Abu Dhabi Tempo, published by UAE-based marketing agency BrandMoxie, will be using the technology to link to multimedia content online.

"We've looked at the various mobile tag options and believe that Microsoft Tag delivers a simple yet robust platform," said Sana Bagersh, CEO of BrandMoxie.

"Mobile phone tags can be added very effectively to print campaigns as part of a well thought out marketing strategy, to enhance the experiential dimension of print and expand customer relationship dynamics. We believe it will appeal to advertisers who will find great value in the analytics report that will enable them to evaluate the effectiveness of their campaigns," added Bagersh.